| 博弈理论在协同营销中的应用初探 |
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| 引用本文： | 程国平,汪波,程秀平. 博弈理论在协同营销中的应用初探[J]. 工业工程, 2004, 7(3): 47-50,55 |
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| 作者姓名： | 程国平 汪波 程秀平 |
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| 作者单位： | 天津大学,管理学院,天津,300072;河南省安阳市电力公司,河南,安阳,455000 |
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| 摘 要： | 应用博弈论的相关模型分析了制造商和销售商在不同市场结构情况下的博弈行为，共探讨了三种营销模式，其中两种是非合作营销，一种是合作营销。重点研究了两者在协同情况下的博弈行为，找出了对于制造商和销售商来说都是最优的可接受帕累托(Pareto)有效方案。
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| 关 键 词： | 供应链 博弈论 协同 营销 |
| 文章编号： | 1007-7375(2004)03-0047-04 |
The Application of Game Theory in Coupling Marketing |
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| CHENG Guo-ping,WANG Bo,CHENG Xiu-ping. The Application of Game Theory in Coupling Marketing[J]. Industrial Engineering Journal, 2004, 7(3): 47-50,55 |
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| Authors: | CHENG Guo-ping WANG Bo CHENG Xiu-ping |
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| Abstract: | Applying game theory, this paper analyzes the interactions between manufactures and retailers in the situation of different market structures.Three models are presented. Two of them are non-cooperative marketing and the other one is cooperative. Emphasis is put on the interactions under conditions of cooperation. It is concluded that Pareto model is optimal and accepted for manufactures and retailers. |
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| Keywords: | supply chain game theory coordination marketing |
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